Burger King cooks up plan to boost online orders

BURGER KING is shifting more of its customer orders online and expects this channel to account for 10 per cent of its revenue in Thailand next year.

The fast-food chain also planS to set up 20 more branches in 2018 with investment of more than Bt300 million next year as part of efforts to boost revenue growth by 30-40 per cent in the coming years.

Prapat Siangjan, general manager of Burger (Thailand), said online ordering was becoming increasingly popular, spurring the company’s efforts to direct more business via its website, www.delivery.burgerking.co.th

It has linked with Lalamove, an on-demand delivery app, in order to deliver flame-grilled burgers to customers in Bangkok and surrounding areas within 30 minutes.

Prapat said this collaboration would enable the company to better meet the needs of its customers and overcome any communication difficulties involving foreign customers at the branches.

He said that the firm by the end of this year expected to generate revenue growth of 32 per cent from last year, with the online channel making up 5 per cent of revenue this year.

Of the 20 planned next branches, about 40 per cent will be outside Bangkok.

The new branches will not provide ordering via the company’s call centre. Instead, customers can order via the website.

The company expects to boost the value of online ordering from an average of Bt220 per order to Bt440-Bt500.

Chanon Klahan, managing director of Lalamove Thailand, said Burger King was the first fast-food burger chain to be added to Lalamove’s delivery services.

Chanon said the market for delivery services in Thailand was around Bt27 billion this year.

The firm by the end of this year expects revenue of Bt540 million, against Bt350 million last year.

It has about 40,000 drivers. |The delivery of food and messenger services makes up its main business.